{"id":23878,"date":"2026-08-31T11:30:28","date_gmt":"2026-08-31T11:30:28","guid":{"rendered":"https:\/\/scannn.com\/entities-are-the-foundation-of-modern-seo\/"},"modified":"2026-08-31T11:30:28","modified_gmt":"2026-08-31T11:30:28","slug":"entities-are-the-foundation-of-modern-seo","status":"publish","type":"post","link":"https:\/\/scannn.com\/lv\/entities-are-the-foundation-of-modern-seo\/","title":{"rendered":"Entities Are The Foundation of Modern SEO"},"content":{"rendered":"\n
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I wrote an article about <\/span>auditing publisher websites<\/a> last week and it took a little piece of my soul. Like a horcrux, but without me being a spectacularly evil wizard hellbent on world domination. Allegedly.<\/span><\/p>\n

I argued that SEO auditing should be broken down into four parts:<\/p>\n

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  1. \n

    Technical SEO<\/p>\n<\/li>\n

  2. \n

    Content<\/p>\n<\/li>\n

  3. \n

    EEAT<\/p>\n<\/li>\n

  4. \n

    Entities<\/p>\n<\/li>\n<\/ol>\n

    I think almost every concept required for modern information retrieval is included within the above four themes. Outside of wider marketing (which is arguably the most important facet of \u2018optimising\u2019 for LLMs thanks to its <\/span>impact on training data<\/a>), everything you should be doing as an SEO should align with <\/span>discoverability<\/a><\/strong>.<\/span><\/p>\n

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    <\/p>\n
    <\/picture><\/div>\n

    <\/a><\/figure>\n<\/div>\n

    And <\/span>Entity SEO<\/a> is not a new concept. Google has a long history with understanding and disambiguating entities (people, places, organisations et al). <\/span>Google\u2019s Knowledge Graph<\/a> has been around for 15 years and is quite literally a database of entities. <\/span><\/p>\n

    The content <\/span>around<\/em> the entity became more important than ever. <\/span>Things, not strings<\/a>. Old school.<\/span><\/p>\n

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    <\/p>\n
    \"A<\/picture><\/div>\n

    <\/a>

    Knowledge panels are outputs from the Knowledge Graph<\/figcaption><\/figure>\n<\/div>\n
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    \u201cSearch engines and AI systems have to build a picture of who you are from fragmented evidence across the web. Your job is to make that picture as clear, consistent and well-supported as possible.\u201d<\/p>\n

    Me, just now<\/p>\n<\/div>\n

    This is as close to GEO as I will get.<\/p>\n

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    1. \n

      Entity SEO isn’t new.<\/strong> It’s making sure modern information retrieval systems know who you and your brand are with clarity. It maximises your visibility.<\/span><\/p>\n<\/li>\n

    2. \n

      Control your owned properties. <\/strong>Make sure what you say and what you do matches how you want your brand to be perceived.<\/span><\/p>\n<\/li>\n

    3. \n

      Earn quality mentions.<\/strong> Influence the sphere most appropriate for your audience and your product positioning.<\/span><\/p>\n<\/li>\n

    4. \n

      Build an entity map.<\/strong> This will help you find errors and inconsistencies great and small across wide-reaching corners of the internet.<\/span><\/p>\n<\/li>\n<\/ol>\n

      As always now, if you\u2019d like to listen my dulcet tones rather than read, that is your want and right: <\/p>\n

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